Rebekah Brooks, who returned to News UK as the chief executive last year, has promoted Carter amid a change in digital strategy following her decision to drop The Sun's online paywall.
As the chief commercial officer, Carter's remit is to create "powerful partnerships with clients" and to proivde innovative solutions across print, digital and video.
The publisher of The Sun and The Times has also promoted Chris Duncan, the chief marketing officer, to chief customer officer.
Meanwhile,The Sun's marketing director, David Robinson, has been appointed the director of betting and gaming for a new division at the company.
Robinson and his team will execute the forthcoming launch of Sun Bets, as well as the management of the existing digital brands Dream Team FC, Sun Bingo and Fabulous Bingo.
At the end of last year, News UK ended its three-year relationship with its creative agency, Grey, in favour of CHI & Partners.